Brand Consulting
Brand strategy
Brand strategy is the set of decisions about what a brand stands for and how that gets expressed consistently, sitting above identity and campaign work rather than being a synonym for either.
In practice at Covorn
We define the brand's position, personality and the promise it makes to customers, then use that as the standard every subsequent creative decision is measured against. It is delivered as a working document, used in briefs, not a manifesto that sits on a shelf.
Part of Brand ConsultingWhere this sits in the framework
- Define
When you need this
- Identity and marketing work keep shifting in tone because there is no strategy underneath them.
- The business can describe its product clearly but not what the brand actually stands for.
- A rebrand or new campaign is being scoped without a strategy to brief it against.